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"A great brand raises the bar — it adds a greater sense of purpose to the experience, whether it's the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you're drinking really matters." — Howard Schultz (president, CEO and chairman of Starbucks)
Brand awareness and brand addiction. That's what Justin Bieber stands for.
What about the hair ... is that something? No. It is not. Moving on.
Middle-aged former child stars — mostly the ones whose time in the limelight has faded — are constantly bemoaning the loss of their childhood. But some are able to cope with the rush of fame and fortune and flourish — if they are able to stay relevant or have good people surrounding them. Bieber's "people" appear to have his best intentions in mind, but you never know. Only time will tell.
For Bieber, it might now seem to be all about the music. But for the rest of us, it is not.
"I want my fans to grow up with me. I just want to keep making good music. Michael Jackson is an icon to me. I want to be a great entertainer like him."
This is what Bieber, speaking to WWD.com, has to say on the matter — without a hint of awareness of his own mortality, of the eerie similarities between his and Jackson's youth, of what Jackson was subjected to and deprived of in his brief and insane life, and ultimately, what Jackson became.
Bieber, a boy, is more of a robot than a real child, the creation of his fairy god-Scooter. In many ways, Bieber's journey may parallel David the robot's; in other ways it might be a mirror opposite. A real live kid who became a brand, whose innermost talent, whose creativity is being masked, homogenized and polluted for the masses so it can go down easier.
Justin Bieber is not absurd, but Bieber™ is.